Singaporean start-up Doki Doki is bang on board with current health and wellness trends as it it targets opportunities in the Asia Pacific market – with its superfood puree product being dairy-free, gluten-free, vegan and containing no artificial additives.

“We also make sure to use locally sourced tropical fruits direct-from-farm so we can make it sustainable for the farmers we work with, and only use natural sugars like stevia or sugarcane juice, avoiding artificial food flavouring or colouring altogether,”​ said Doki Doki co-founder and CEO, Alex Goh.

“We are now also working on halal certification as we see a lot of interest from Middle East markets.”​

Superfood controversy

“As an example, the Brazilian berry camu camu contains 2145 milligrams of Vitamin C and is said to be one of the highest Vitamin C rich food in the world, [and we are] also offering pure camu camu powder.”​

In response to comments describing superfoods as ‘mere viral trends’ or ‘sales drivers’, Goh said: “Research has shown that superfoods like chia seeds are the richest plant source of omega-3 fatty acids, so the argument can’t be about whether these foods are nutritious enough."​

“Rather, a lot of other brands are just using the superfood label to push their 3 products when they are just using filler ingredients or artificial flavouring to sell chocolates or acai bowls.​

“I personally believe that our product works to supplement and improve the average office worker’s diet, not to replace it.”​